Sometimes non-industry friends ask for a quick snapshot of the media industry’s trials and tribulations, and where is at all goes from here. Not really a query intended as deep stuff, but conversation; you know, light talk.
My standard answer has evolved into the title of this blog, because it’s pretty safe that any phrase with the words “apocalypse,” “media” and “Four Horsemen” will hold a listener’s attention, as least for a while.
And not being a biblical scholar by any description, it’s a good approach, because with the original Four Horsemen, much remains cloudy. We’ve got a pretty good sense of what the famine, war and death horsemen bring, but much still debated about “conquest,” the white horse, and what it delivers: good, bad, pestilence, victory?
Fitting for the industry, because after six years of change, we definitely know the bad, but still not a definitive, final sense of where things go from here.
Let’s take a pass at the media version of the Four Horsemen, realizing it’s all food for thought, as we collectively work to rebuild for the future.
And next week, Taming of the Four Horsemen… and building a vision for growth and success.
But for now, the media’s Four Horsemen, and how they have the potential to stir things up.
Their “track” names:
Mr. Indecisiveness: Either intentional or accidental, nothing slows down progress to a new future than uncertainty about how to proceed. Some uncertainty is driven by concern about making the wrong decision, and it being a career-damaging or career-ending decision. Some uncertainty stems from aversion to “taking a risk,” an oft-used phrase that has ability to put a well-intentioned, decisive person out on a limb, all alone.
Turf Fighter: Call it good ol’-fashioned control, or a remnant of the “keeper of the keys” concept that helped build the newspaper silos originally, but sharing knowledge and information internally is still not always as open as it should be, especially in a new and challenging business environment. If you get out of your silo and tell everyone what you know, does that lessen your value because you “gave away” your knowledge? Call it paranoia if you want, but it’s still out there.
Head In The Sand: Call it indifference, call it lack of involvement, but getting involved, learning, demanding training, reading, educating yourself are, or should be, part of the daily drill for anyone, regardless of how long they’ve been in the newspaper industry. Situations change, so adapt and learn and change, too, and if your boss doesn’t direct you that way, ask for it.
Who’s Your Enemy? We’re accustomed to looking over our shoulders at other newspapers and what they’re doing. When did you last analyze who your real competitors are in a digital world, and how to not just start fighting back, but to win?
Do these Four Horsemen look familiar?
Next week: Taming the Four Horsemen of the Media Apocalypse
Media Solutions Partners offers both strategy and hands-on guidance to help media companies and the media support industry transition to a creative and innovative digital future. Contact John Reetz at (404) 316-4759 or john.reetz@mediasolutionspartners.com.